"We were trying to take ourselves quite seriously but ended up having a right laugh instead," he added.

Moriarty talked of his shoots with Winehouse and how they were always very casual — they even picked up a bottle of white wine the first time they worked together.

The singer told him that she hated all of the photos that were previously taken of her because "they weren't her."

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"We were trying to fix that, we shot one roll of film, and I think the album cover for 'Frank' was shot within the first hour."

The Grammy Award-winning artist is walking a dog on Princeton Street in London on the cover of "Frank" in a hot pink T-shirt.

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In their second shoot for the inlay, Moriarty had Winehouse grab a few things out of her bag and put something together.

Photographer Charles Moriarty (pictured) has started a Kickstarter in order to publish a book of unreleased images of Amy Winehouse called "Before Frank. (Charles Moriarty)

"She put her hair up into this beehive and all of sudden she transformed herself into something I've never seen before," he shared in the Kickstarter video.

"It was something from the 60s, it was old, it was Motown, but it was really classic and kind of an amazing look to see her with."

A few of the images were released by Moriarty when the documentary "Amy" came out on DVD in November — but around 40 photos have yet to be seen by the public.

London-based photographer Charles Moriarty is hoping to include the unreleased images in a photography book and is funding the project along with the creative organization Between Friends on Kickstarter. (Charles Moriarty)

He said that was when he really started going through them properly. Before that, he just wasn't ready to revisit them as he was pretty upset at the time and it felt wrong to use them commercially.

"It felt like an invasion of a private moment we had together," he said.

The London-based photographer is hoping to include the unreleased images in a photography book called "Before Frank" and is funding the project along with the creative organization Between Friends on Kickstarter.

One of the photos featuring Winehouse applying lipstick while donning lightning bolt earrings was obtained by the National Portrait Gallery in London.

The project has raised nearly $18,000 so far and will become a reality if they meet a $21,000 goal by May 19.

"I would really like people to come on board this project. I want this work to get out there," Moriarty says.

"I think it's the right time, and I want everyone to have this memory, to be able to remember Amy as I do."